Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

There is a potential conflict between consumer choice theory and search engine optimization. The problem is caused by the many exponentially multiplicative URLs (web pages) which are produced as a result of adding heuristics (consumer choice assisting functionalities) to help humans choose more easily. The more URLs the more are the problems for search engines when crawling the web. Here we look at some ways in which we can try to keep both humans and search engines happy on websites

9.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
“LESS MAY BE
MORE WHEN
CHOOSING IS
DIFFICULT”
(
MORE features and
attributes to compare
(‘Size’, ‘Colour’,
‘Brand’),
the GREATER ‘too much
choice’ effectTASK COMPLEXITY
2010
Less May Be More When Choosing is Difficult - Greifender et al, 2010)
CHOICE

10.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
More so when items
are SIMILAR and no
clear winner is
identified as BEST
THE ‘SIMILARITY’ PHENOMENON
CHOICE

11.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Or when people
don’t actually
know what they
want in the first
place
‘PREFERENCE UNCERTAINTY’
CHOICE

12.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
WE MAY DEFER (POSTPONE)
OR ABANDON CHOICE
It’s easier to
take the
‘No-­Choice
Option’
“I’ll choose later
… or NEVER”
CHOICE

16.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Tesco were baffling
consumers with up
to 90,000 products
to consider during
weekly shop
“The average UK
household buys only
400 products a year,
with just 41 items in
their weekly shop”
Source: https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products

17.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
228 DIFFERENT
AIR FRESHENERS
Source / Attribution : gfycat.comSource: https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
“If you go into Tesco you will be faced
with three of four bays of air
fresheners…It’s painful for the shopper to
navigate.” (Bryan Roberts, Analyst, Kantar Retail Market
Research Group, 2015)

18.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Pulling up to 1/3of
products to make
navigating the weekly
shop easier for consumers
Source: https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products

37.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Because… Near Duplicate Content is More Difficult to Detect
than Exact Duplicates
’Detecting Duplicate and
Near Duplicate Files’
IT’S AN ONGOING REAL
WORLD CHALLENGE
(Henzinger / Pugh, 2003, 2009, 2011,
2012, 2011, 2016)
These Google patents in the series
keep being ‘tweaked’ (A is not the
same as B)

39.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Important findings… Near-Duplicates Evolve Slowly
“Clusters of near-­‐
duplicate documents
are fairly stable: Two
documents that are
near-­‐duplicates of one
another are very likely
to still be near-­‐
duplicates 10 weeks
later”
(Fetterly & Najork,
2003)
THE SLOW PAGE EVOLUTION OF NEAR-­‐
DUPLICATES
ABOUT 1/3 OF THE WEB IS NEAR-­‐
DUPLICATES
THESE PAGES DON’T NEED
VISITING A LOT BECAUSE THEY
RARELY CHANGE
DETECING THESE PAGES EARLY
HAS BIG BENEFITS FOR
RESOURCE EFFICIENCY
They’re largely a big waste of crawling
resources
2003

42.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
… The Raters Guidelines still ask raters to catch ‘dupes’
In Fact… There’s
a whole section
of the guidelines
dedicated to
them
2017

43.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Near-Dupes are still doing strange things
John Mu at International Search Summit
§ Nearly the same but not
the same still causes
confusion
§ Particularly problematic
on internationalisation
§ But applies to all sites
with pages not the same
but ’nearly-­‐the-­‐same’
2017

55.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
ON WHAT IS
CANONICALIZATION …
And what is not
But… There Seemed To Be A Lot of Misunderstanding
2017

56.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Q: Is Rel = Next/Prev a form of canonicalization?
47% of SEOs categorizing
themselves as ‘TECHNICAL
SEO’s considered;;
“REL=NEXT / REL =
PREV” IS A FORM OF
CANONICALIZATION
-­-­ IT’S NOT -­-­ 2017

57.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Q: Which 30X Are Forms of Canonicalization?
Lots weren’t sure whether;;
“301s AND 302s ARE
BOTH A FORM OF
CANONICALIZATION”
-­-­ THEY ARE -­-­
2017

58.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Q: Is HRef Lang A Form of Canonicalization?
ONLY 64% of SEOs
categorizing themselves as
‘TECHNICAL SEO’s
considered;;
“HREF LANG IS A FORM
OF CANONICALIZATION”
-­-­ IT IS -­-­ 2017

61.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Without &filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+dress
es+size+10+long+sleeves&oq=red+dresses+siz
e+10+long+sleeves&aqs=chrome.0.69i59.1257
0j0j7&sourceid=chrome&ie=UTF-­‐8
NOBODY HAS MORE
THAN ONE LISTING
RED DRESSES SIZE 10
LONG SLEEVE QUERY

62.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
With &filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+size+1
0+dresses+long+sleeves&oq=red+size+10+dress
es+long+sleeves&aqs=chrome..69i57.13605j0j7&
sourceid=chrome&ie=UTF-­‐8&filter=0
ALL SITES HAVE AT
LEAST 2 LISTINGS
MISSED
OPPORTUNITIES ON THE
‘LONG TAIL’

65.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
SEOs – What is the best
number of products to
display together?
71% of SEOs
thought;
“> 24
products
displayed
together was
best”
Only 3% thought; “6
products displayed
together was best” 2017

66.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
THAT’S A LOT
TO CHOOSE
FROM
TOGETHER

67.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
SEO Familiarity With Consumer Choice Theory Concepts
2017
Only 19% of SEOs surveyed
were aware of ‘elimination by
aspects’
Only 25% were aware of ‘lure of
choice’
Only 37% were aware of ‘task-­‐
complexity In choosing’
Objective -­‐ “Investigate
awareness of consumer choice
theory concepts amongst SEOs”

82.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Homonyms contribute to need for query refinement
HOMONYMS –WORDS THAT ARE SPELT OR PRONOUNCED
THE SAME BUT HAVE DIFFERENT MEANINGS
ROSE
EVENING WATCH
SINK
BACK
ARMS
BOW
CHECK
Here’s some
examples

92.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Make it easy… for
people to find things
2017
PEOPLE ARE USING
HEURISTICS -­‐
PARTICULARLY SITE
SEARCH & CATEGORIES

94.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
SITE SEARCH: FRONT AND CENTRE
Econsultancy research
reports conversion rate
doubles to 4.63% from
people who used on-site
search and found what they
were looking for
https://moz.com/blog/on-­‐site-­‐search

99.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
SUPPLEMENTARY CONTENT
A LIST
LABELS
ANCHORS
RELEVANCE
RELEVANCE MUST BE HIGH
TO CONTENT TO GET FULL
BENEFIT
INTELLIGENT
INTERNAL LINKING

103.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
MANY WAYS TO FIND
ROUTES TO TARGET URLS
WITH INFO DISPLAYS
BY POSTCODE, BY TOWN,
BY COUNTY, BY FIRST
LETTER
INTELLIGENT
INTERNAL LINKING

116.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
With canonicals the ‘context’ URL
(canonicalizing FROM) needs to be either
duplicative or a subset (small part) of the
superset content (bigger part including the
subset content) of the URL it is
canonicalizingTO
EXAMPLE: If canonicalizing blue shoes size 4 to blue shoes but blue shoes size 4 is not mentioned in the
blue shoes page, the content from blue shoes size 4 canonicalized from will not be included and the page
will not rank for blue shoes size 4
COMMON CANONICAL MISTAKES
BE CAREFUL
WHEN AUTO-­‐
CANONICALIZING
‘FILTERS’ TO
CATEGORIES

117.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Don’t canonicalize from the pages in a
paginated series to page1 in the series.
These are not duplicates and the content in
the series will not be counted.
ONLY self-­‐reference the pages with
canonicals or canonicalize to page=“all”
COMMON CANONICAL MISTAKES
REL=NEXT/PREV IS A DIFFERENT TYPE OF RELATIONSHIP TO
REL=CANONICAL

118.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
Don’t canonicalize from an ”index” to a
“noindex or vice-­‐versa because this means
the pages are NOT the same.
The canonical will likely be ignored
COMMON CANONICAL MISTAKES

119.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
If “href lang” references an alternative
which does not match a canonical link the
canonical will likely be ignored
COMMON CANONICAL MISTAKES
CANONICALS CAN BE CROSS-­‐DOMAIN
BUT THIS ONLY APPLIES TO GOOGLE
SEARCH ENGINE. NOT BING

120.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
If a canonical is not deemed to be valid
there is likelihood the pre-­‐RFC6596
Canonical Link Relation treatment of
duplicates and near-­‐duplicates will be
applied:
Such as ‘internal links’
COMMON CANONICAL MISTAKES

123.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
CONFUSING DUPLICATE, NEAR-­‐
DUPLICATE (DUST) AND SIMILAR
CONTENT COULD COST YOU
DEARLY
Maybe a lot of people confuse by duplicates?
§ Be careful about canonicalizing
when unnecessary
§ Duplicate content is query and
category agnostic
§ Similar is not duplicate
§ You may still have the answers
to different queries based on a
small important difference
§ AT LEAST 4 TYPES OF
DUPLICATE CONTENT 2017